Email is still the most cost effective internet marketing tool and its success depends on a healthy subscriber base. Whether you are just starting with email marketing or are hoping to get more sign ups to counter your unsubscribes, the following tips will help in increasing your email reach:

Ensure your opt-in form is visible:

Include an obvious, visible subscribe form in different pages of your website. The subscribe forms of some websites are only found in a single page on their site. Some others are hidden inside a lot of text – or worse, in between ads.

Determine the pages that have the most traffic – like popular blog posts or promotions pages — and include a subscribe link in them. Run an A/B test for subscribe form designs (font, color, etc.) and page placement positions to see which stand out or brings in the most subscribes. You can also run a test to see if a lightbox or pop over will be effective in getting sign-ups for your brand.

Make it easy to subscribe:

Email marketers know the value of personal data for segmenting and demographics so we try to get as much information as we can during sign ups. However, this hurts your list more than it helps because people get turned off and don’t sign up at all or they give false information just to get thru.

Ask for as little personal info as possible. If you must ask for extra info on top of name and email, limit it to 5 fields. Or do not make these required fields if possible. This way, subscribers who are more generous with their personal info will fill them up while those who aren’t will appreciate your propriety.

Offer a reward or incentive to sign up:

Set up online contests that visitors can join by typing in their email addresses or give out valuable downloadable resources in exchange for their email. Be transparent and inform them what other email campaigns they might expect from you and how they will benefit from it.

Enlist the help of your existing subscribers:

Encourage subscribers to spread the word about you. People like to be of help, and you can count on your most engaged subscribers to forward a special coupon to a relative or colleague. Ask them to share the benefits they enjoy from your service or site and tell family members to try it out too. You can also set up a member-get-member program or offer a bonus when they recommend-a-friend.

Offer to send only special content:

People see a fine line between generic marketing email and spam. This is one that can be very easily crossed. Subscribers will be more receptive to signing up if they are given the option to subscribe only to updates specific to their interests. Including a tick box that allows subscribers to indicate their choice to receive only the company newsletter, specific product promotions or both is a quick way to show you value their preferences.